Short answer
Designers and marketers must move beyond single-issue assumptions about consumer behavior in emerging markets and develop strategies that acknowledge a complex web of social, cultural, and personal influences.
- Field
- Innovation & Markets
- Source
- Cogent Business & Management (2024)
- Method
- Mixed-methods research
- Sample
- 403 participants (20 in qualitative phase, 383 in quantitative phase)
- Evidence
- Moderate effect
Young consumers in emerging markets are motivated to boycott foreign products and brands by a complex interplay of factors beyond just religious beliefs, including animosity, health consciousness, peer influence, ethnocentrism, and personal attitudes. This innovation & markets research insight is drawn from a 2024 study published in Cogent Business & Management. Using Mixed-methods research with 403 participants (20 in qualitative phase, 383 in quantitative phase), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers must move beyond single-issue assumptions about consumer behavior in emerging markets and develop strategies that acknowledge a complex web of social, cultural, and personal influences.
Young Consumers' Boycotts Driven by More Than Religion in Emerging Markets
Young consumers in emerging markets are motivated to boycott foreign products and brands by a complex interplay of factors beyond just religious beliefs, including animosity, health consciousness, peer influence, ethnocentrism, and personal attitudes.
Cogent Business & Management · 2024
Key Findings
- 01Young consumers' boycott behavior is influenced by multiple factors including animosity, health consciousness, peer pressure, ethnocentrism, and attitude, not solely religious reasons.
- 02Religiosity did not significantly moderate the relationship between various boycott motivations and the attitude towards boycotting among young Muslim respondents.
Application
Design takeaway
Designers and marketers must move beyond single-issue assumptions about consumer behavior in emerging markets and develop strategies that acknowledge a complex web of social, cultural, and personal influences.
How to apply
When designing products or marketing campaigns for emerging markets, conduct thorough research into local cultural nuances, social trends, and consumer attitudes beyond obvious demographic markers.
Project actions
- 01When researching consumer behavior, consider using a mix of interviews and surveys to get both deep insights and broad data.
- 02Be mindful of cultural context when interpreting consumer motivations.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a mixed-methods approach for comprehensive data.
- +Compares different demographic groups within the sample.
Limitations
The findings might not apply to all emerging markets or to older consumer groups.
Reliability & validity
The mixed-methods approach enhances validity by triangulating findings from qualitative interviews with quantitative survey data. Reliability could be assessed by checking for consistency in survey responses and through inter-rater reliability if qualitative data coding was involved.
Think critically
How might the specific cultural and economic context of Indonesia have influenced these findings, and how might they differ in other emerging markets with different religious or political landscapes?
Design Principles
"Consumer motivations are multi-dimensional and context-dependent."
Understanding the multifaceted drivers behind consumer boycotts is crucial for businesses operating in or entering emerging markets. This insight helps in developing more nuanced marketing and product strategies that address a wider range of consumer concerns and motivations, rather than relying on simplistic assumptions.
What This Means for Your Design
Young people in new countries don't just avoid foreign products because of religion; they also do it if they dislike the country, worry about health, follow friends, feel patriotic, or just don't like the product.
How to use in your project
- 1.Use this research to justify exploring a wider range of consumer motivations in your own design project, rather than focusing on a single factor.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that young consumers in emerging markets exhibit boycott behavior driven by a complex array of factors, including animosity, health consciousness, peer pressure, ethnocentrism, and attitude, rather than solely religious motivations. This suggests that design and marketing strategies should adopt a nuanced approach, considering these multifaceted influences when targeting this demographic.
Source
Cogent Business & Management
Investigating young consumer’s boycott behavior in an emerging market
journal · 2024
View sourceQuestions About This Research
- What does the research say about young consumers' boycotts driven by more than religion in emerging markets?
- Designers and marketers must move beyond single-issue assumptions about consumer behavior in emerging markets and develop strategies that acknowledge a complex web of social, cultural, and personal influences. Evidence: Cogent Business & Management (2024).
- Why does "Young Consumers' Boycotts Driven by More Than Religion in Emerging Markets" matter for design?
- Understanding the multifaceted drivers behind consumer boycotts is crucial for businesses operating in or entering emerging markets. This insight helps in developing more nuanced marketing and product strategies that address a wider range of consumer concerns and motivations, rather than relying on simplistic assumptions.
- How can designers apply this research?
- Designers and marketers must move beyond single-issue assumptions about consumer behavior in emerging markets and develop strategies that acknowledge a complex web of social, cultural, and personal influences.
- What were the main findings?
- Young consumers' boycott behavior is influenced by multiple factors including animosity, health consciousness, peer pressure, ethnocentrism, and attitude, not solely religious reasons.. Religiosity did not significantly moderate the relationship between various boycott motivations and the attitude towards boycotting among young Muslim respondents.
- What research method was used?
- Mixed-methods research with 403 participants (20 in qualitative phase, 383 in quantitative phase).
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2024 journal from Cogent Business & Management.
- What should I do differently in my next project?
- When designing products or marketing campaigns for emerging markets, conduct thorough research into local cultural nuances, social trends, and consumer attitudes beyond obvious demographic markers.
- What are the limitations?
- The study was conducted in a specific emerging market (Indonesia) and focused on a particular age group, which may limit generalizability to other contexts or demographics.